The corporate brand /
Regardless of the service or products it provides, a company's corporate brand is responsible for its image and reputation in the minds of its products' consumers. And yet companies rarely focus on what leads to a successful corporate brand, concentrating their energy instead on their indi...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Washington Square, N.Y. :
New York University Press,
1997.
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| Subjects: | |
| Online Access: | Contributor biographical information Publisher description |
| Summary: | Regardless of the service or products it provides, a company's corporate brand is responsible for its image and reputation in the minds of its products' consumers. And yet companies rarely focus on what leads to a successful corporate brand, concentrating their energy instead on their individual brand name products. In The Corporate Brand, Nicholas Ind argues strongly for a new focus on corporate brand development. The Corporate Brand shows how organizations can best manage their reputations. Nicholas Ind argues that organizations must use all forms of communication, including performance of specific products, employees' services, and advertising, to build effective interactive relationships with their customers. The Corporate Brand elucidates the methods used by successful corporate brands to build and maintain both "corporate identity" and reputation. |
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| Physical Description: | xi, 184 pages : illustrations ; 24 cm |
| Bibliography: | Includes bibliographical references (pages 179) and index. |
| ISBN: | 9780814737620 0814737625 |